Although they represent a minority in the universe of financial influencers, women are gaining the attention and trust of the public with content focused on financial education, according to the 7th edition of Finfluence – who talks about investments on social networks, a study by ANBIMA (Brazilian Association of Financial and Capital Market Entities) in partnership with Ibpad (Brazilian Institute of Data Research and Analysis).
Out of the 571 influencers monitored in the first semester of this year, only 65 (11.5%) are women, compared to 376 men and 130 corporate profiles. Despite the numerical disadvantage, the content published by women on TikTok, Instagram, YouTube, and Facebook generates 21% more engagement than that of their male counterparts: 3,686 average interactions compared to 3,041. When compared to the data from Finfluence 6, which analyzed the second half of 2023, the average engagement on posts by female influencers increased by 85.4%, while male content engaged 26.1% more in the same period. Female influencers also increased their follower base by 5% in the first semester of 2024 and have an average audience 29% larger compared to men.
“Women play a very important role in disseminating financial knowledge on social media, especially in the educational field. They address practical issues, explain concepts in an accessible way, and attract an audience interested in learning and applying this knowledge in their daily lives,” analyzes Amanda Brum, Executive Manager of Communication, Marketing, and Member Relations at ANBIMA.
Words like “investment,” “money,” “income,” “market,” “class,” and “learn” appear more frequently in the influencers’ posts, suggesting a more educational focus. When they mention specific financial products, they mainly talk about stocks (1,648 mentions) and cryptocurrencies (765). Both products also stand out in the influencers’ mentions, but in much larger quantities: 32,224 and 17,187, respectively.
“The feminine perspective on financial topics is essential, especially in a country like Brazil, where many families have women as heads of households and responsible for managing the household budget. Influencers play a transformative role in bringing educational content that connects the public to a practical and accessible view of planning and investing. This representation strengthens women’s financial autonomy and inspires a new generation to handle their finances more consciously,” concludes Amanda.
